How to Select the Right Promotional Product
In a perfect world each promotional product would be as effective as the next. It wouldn’t matter what you picked. Any item would get you all the impressions you would want, those impressions would turn into sales, the boss would love you, you’d get a raise, marry the person of your dreams and live happily ever after.
Sound about right?
Now snap back to reality. Unfortunately, it’s not that easy. Nothing in life ever is, is it? While we can continue wishing that one day those dreams will come true, for now it takes a little more effort and creativity to pick just the right promotional product.
So whether it was your idea or someone in the marketing department pawned the task off to you this post can serve as a guide for selecting the right promotional product.
1. Are you in a rush?
This should be the easiest question to answer. Did you forget about that tradeshow or event until the last minute and your scrabbling to cover up your mistake or are you someone that has had this marked on the calendar for months giving yourself plenty of time to pick the perfect gift? Whatever the reason, the answer should be a simple yes or no answer.
If the answer is yes DON’T PANIC we still have a great selection of products that have a 24 hour turnaround time.
2. Why are you buying promotional products?
Everyone has a different agenda for their branded merchandise. Most use them to build their brand in one way or another. Whether it’s just little items to have around the office, a specific attire employees wear or useful gifts for customers, custom printed products help build brand recognition.
Tradeshows are usually an absolute must as well for promotional products. They are absolutely packed with different businesses trying to keep their name in your head. With that many promotional items floating around it is important to stand out from the rest. Instead of buying typical items like pens and tote bags that are cheap little giveaways handed out to the masses, maybe a more unique gift, or something more useful will cement your company in their heads for a longer period of time.
Small gifts like wedding favors are in little different as usually you don’t have to buy such a large quantity (unless you have a really big family or quite the popular couple). Brides LOVE creative unique items and make her special day one of a kind.
Custom printed items also work well for getting the word out about a new product/service. Relevance is key when it comes to promoting these types of items. While giving someone a high end gift or something incredibly useful is nice, it doesn’t give any type of hint at what you’re trying to promote. Look for an item that may compliment your new product or service and if worse comes to worse there is a stress reliever for absolutely everything.
3. Who are you trying to reach with your promotional products?
The business world is all about finding new customers while keeping the old ones happy and those are definitely the biggest two groups of people most target with promotional products. When selecting promotional products for potential customers, we usually suggest a cheaper price per item cost in order to hit a larger audience versus a higher quality item as most of a thank you for your established client base.
4. Which factors should I care about most when selecting an item?
This all depends on what you think your target audience will cherish most, but there are some main factors you should take into effect when selecting your product:
According to ASI’s Global Impressions Study (2010) the top reason as a whole for keeping an item was because they found it useful (75%). But dig a little deeper and 91 percent of people kept a promotional calendar because they are a useful gift. 91 PERCENT! That’s a huge number, so keeping in mind these factors are important when choosing a promotional product. Picking a product that’s useful may be more beneficial than something you just think is cool.
5. What’s most important to you?
Last but not least, you must ask yourself the following question, What’s most important to me (or the company)?
You may have a specific budget you have to stick to, which can be hampering, but doesn’t mean you have to sacrifice the effectiveness of your promotional marketing plan. Our sales reps always offer a GOOD, BETTER, BEST version of products you may be looking at.
The uniqueness of an item can be another solution, as maybe you cannot afford as many, yet the attention they can attract can be just as successful.
Relevance of an item is always a plus to be people recognize your business’s niche. It would be pretty hard to forget Jim’s Brewery after drinking multiple refreshments out of their promotional koozie (well, that may have been a bad example. I guess that depends on how many refreshments you really had).
The last thing to always keep in mind is the size of the imprint area. The larger the imprint area, the easier it will be for people to recognize your logo. This is why items like drawstring backpacks and tote bags are so popular. The large imprint area, the usefulness and the fact that people travel with them make your promotional product a walking billboard!